Positioning and launch.

I help founders decide who to sell to, how to explain the product, and what needs to happen before it goes to market. Through Hypergrowth GTM, I build the positioning, messaging, and launch plan with your team, then stay close as the team puts it into use.

Talk through the GTM problem

Start with the buyer and the claim you can support

Priority buyer
Choose the audience and use case worth leading with.
Promise and language
The claim, in the words buyers already use.
Proof
The evidence behind each claim, with dependencies made explicit.
Launch plan
Owners, readiness decisions, and a sequence across channels.

A launch date needs more than a content calendar

I help the team separate what must be ready for launch from what can follow. That includes the product experience, claims, website, customer proof, and the people responsible for each piece.

We choose channels around the buyer. Developer outreach, sales-led outreach, earned media, partnerships, and paid amplification each need a reason to be in the plan. We also decide what we want to learn after launch, so the team knows what to continue, change, or stop.

What the work can include

01
A priority buyer and use case, including who we are choosing not to lead with.
02
A positioning and messaging framework your sales, product, and marketing teams can use.
03
A launch plan with owners, dependencies, readiness decisions, and a sequence across channels.
04
A launch message plan showing how the product story should appear across the agreed channels, with review of initial work.
05
First distribution tests with a clear audience, owner, and measure of success.

The written scope states what I will deliver. Your team and partners produce the assets and run the channels unless we agree otherwise. A broader website messaging system belongs in the brand strategy scope.

Questions

Before you write in.

Do we need positioning work or launch help?

If the team still disagrees about the buyer, the problem, or why someone would choose the product, start with positioning. If those choices are clear but nobody owns the sequence, dependencies, or distribution, focus the engagement on launch planning. A scope can connect both when the company needs both.

Can you help us reposition an existing company?

Yes. We assess which parts of the current story and customer demand remain useful, what needs to change, and what evidence supports the new direction. Existing customers and useful search traffic should not become casualties of a new narrative.

Who will I work with?

You work directly with me, Everett Butler. I bring 15 years of growth and marketing leadership across early-stage and scaled companies. I lead the working sessions, create the agreed strategy and briefs, and review the work with the people responsible for shipping it.

Talk through the positioning or launch problem.

Tell me what the company is preparing to do, what is already decided, and where the team is stuck.

Talk through the GTM problem